Product SynopsisPublished by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Turkey beverage market

Introduction and LandscapeWhy was the report written?In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?According to IMF, Turkey’s economy will close the year of 2013 with 3.8% growth – higher than the 2.2% growth in 2012. The Ministry of Economy already announced quarterly economic growth rates as 3% in the first, 4.5% in second, and 4.4% in third quarter.

What are the key drivers behind recent market changes?In the last month of year, the inflation rate (by consumer index) was registered at 7.4% and the unemployment rate remained under 10% - which is relatively lower compared to many European countries.

What makes this report unique and essential to read?Designed for clients who want to understand the latest trends in the Turkey beverage industry and want more detail and analysis on this data. Canadean’s Turkey Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and BenefitsReaders are provided with a summary snap shot table showing category growth in Q42013vs Q42012, together with provisional 2013volumes and latest 2014 forecasts

An economic mood indicator, completed by Canadean’s local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements.

Key highlights of the last quarter’s commercial beverage performance are identified and the key market drivers examined

Volumes for Q42013 vs Q42012, Provisional2013 volumes, moving annual totals (MAT) and latest 2014Forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavors. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavor, pack type, pack size, retail price and selected pack shots) and the latest industry news.

This quarters special focus is on Functional and Flavored Waters

Key Market IssuesIn the last weeks of year, the country and its economy was shaken by a corruption case – which a number of ministers from the government, their relatives, and businessmen mostly from the construction industry are involved in. The negative impacts of this case on economic development, however, were mostly seen in the early parts of 2014.

Weather conditions have been colder than the country averages in October and December, while November has been warmer, not only for Turkey but also globally – the globe experienced the highest temperatures in November in 2013.

Key HighlightsIn comparison to 2012, Turkey’s income from tourism increased 11.4% and reached $32.3 bn according to National Statistics. According to the figures, the average amount foreign visitor spend became $956.

White milk consumption increased almost 2% in Q4-13 compared to Q4-13. An overall increase of 2% was seen in 2013. This was mainly driven by the School Milk Project which was rolled out through 2013.